Oscar Serrano

Senior Vice President Marketing, Distribution & Sales, UMusic Hotels

About this speaker

Born and raised in Majorca, Spain, my professional journey began over 25 years ago working for the Forte Hotel Group in the UK, before leaving to work for Barceló Hotels & Resorts in the Americas. Throughout my 13 years at Barceló, I developed my skills through various roles, primarily as Managing Director of Sales & Marketing, leading a portfolio of 25 properties across the Americas region.

Presented with a new challenge, I became VP of Global Sales & Marketing of a new joint venture - Ocean by H10 Hotels. There, I created, developed and implemented brand, product, services, work teams, distribution, revenue and sales and marketing strategies.

I then joined CanaBay Hotels & Residences as Chief Commercial Officer, overseeing sales, marketing, and distribution strategies. During my tenure, I focused on developing mixed-use condo-hotel assets in the Americas, approaching vacation rental dynamics from a hospitality industry perspective.

In late 2019, I was offered the position of VP of Sales & Marketing for Transat’s Hotel Division in the Americas, leading sales, marketing, revenue, branding and distribution strategies.

In November 2021, I was appointed UMusic Hotels Senior Vice President Sales & Marketing, responsible for the performance of the brand both in the Americas and globally. A joint venture between Universal Music Group and Dakia, UMusic Hotels encompasses a new global collective of immersive hotels inspired by music that provide unique experiences for fans, guests, and artists alike—with music and entertainment at the forefront of all design considerations and guest experiences.

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Beyond the Stage: The Next Phase of Music Experiences

24 February 2024, 09:50 PM
Sam Viotty Oscar Serrano Sabeerah Najee Lwandile "ByLwansta" Nkanyuza Jashima Wadehra